Technology
Doing your research, embracing SEO, and avoiding assumptions can make a big difference in creating top-notch content.
By Kelly Whelan, Content Marketing Manager, Higher Logic
As an association marketer, keeping a finger on the pulse of your industry is essentially a job requirement —and likely one you’re pretty good at. But while it’s OK to use background knowledge to brainstorm content ideas internally, you shouldn’t assume you know everything.
Instead, shake off preconceptions by putting yourself in your members’ shoes. Figure out where they are: Are members active in your online community? Are they present on social media? Are they part of a particular group, and do they follow specific people? What blog posts and web pages do they visit on your site?
Once you’ve determined where members congregate, listen carefully to their conversations. You may see a lot of engagement with a blog post or thread on social media, indicating you could produce additional content on that subject. Or, if several people in your online community ask the same question, you could interview the members who are responding to that question to provide an in-depth exploration of the topic.
Make it a habit to check in with your members and find out what’s important to them. Monitor online community discussions and check your web and blog traffic. You can also conduct topic and keyword research to determine what people are searching for and what questions you need to answer.
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Published by: Book Club